If you haven't seen him yet, check out the YouTube video of Isaiah Mustafa asking ladies, "Should your man smell like an Old Spice man?" As of today, the video has 11,740,466 views -- making it the most viewed video on YouTube during the past month.
Well, a variety of news sources are reporting that sales of the Old Spice brand have increased by 107 percent. Here are a couple of my favorite stories:
Old Spice Guy doubles sales, gets movie deal by Lesley Ciarula Taylor of thestar.com.
Old Spice sales up 107% - take that, social media doubters by Dabitch Wäppling of Adland.tv.
Old Spice Guy YouTube Commercial: 107% sales increase by Peter Chubb of Online Social Media (OSM).
Old Spice Sales Double With YouTube Campaign by Samuel Axon of Mashable.
Does Viral Video Translate to Marketing Success? by Heidi Cohen of ClickZ.
So, it looks like I'll need to add Old Spice's channel, which proclaims "I'm on an Internet," to the ones that SEW Labs Chief Egghead Jonathan Allen and I will discuss during the Video Lab Primer at SES San Francisco.
No, I won't be wrapped in a towel. But, yes, I will ask, "Does your brand smell like the Old Spice brand?"